Nona, AI expert, on spam: “Every time you reject a call, you confirm that your number is active, so they multiply”

Your cell phone rings, unknown number, and you press “reject,” a common and decisive gesture that gets rid of nuisances and scam attempts, or so we thought. According to Nona, a Spanish professor of artificial intelligence, that reflex may be fueling the exact opposite of what we want. In a thread posted on X, the popularizer argues that “every time you reject a call, you confirm that your number is active” and that, from then on, the calls “multiply.” The idea is simple: spam doesn’t need to win you over; it just needs to know you’re on the other end.

In the world of call centers (and, more frequently, automatic dialers and scam campaigns), every call attempt leaves a trail: did it ring? Was there a busy signal? Did it disconnect immediately? Was it answered? Was there any interaction? Not all operators record that “result” in the same way, but the principle that Nona emphasizes (the “validation” of the number) fits with a classic cybersecurity recommendation: the less you interact with a suspicious call, the fewer clues you give away and the fewer opportunities you offer for them to reel you in again.

Nona also adds a background explanation: when you register for online services, your number may end up circulating in data markets and commercial lists, where it is packaged with other profile features. In other words, the call does not start when it rings; it starts earlier, when your number is entered into a list. And every user reaction, no matter how small, can become a useful signal for those optimizing the campaign.

Two types of solutions: “Less is more”

The best advice can be divided into two categories: immediate and administrative. The immediate advice is almost domestic: don’t return calls to strange numbers, don’t “negotiate” with robots, don’t press keys to supposedly unsubscribe, and don’t be ashamed to rely on your cell phone filters. The administrative advice is slower but often more effective: withdraw consent, sign up for advertising exclusion systems, and complain when appropriate. It’s not as satisfying as hanging up in anger, but it works precisely because it cuts off the supply: permission and data.

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